StitchFix (SFIX -3.0%) shares are seeing red today after Amazon (AMZN -0.3%) expands its $4.99/month Personal Shopper by Prime Wardrobe service to cover men’s fashion.

The service operates the same way as the women’s option released last year. Users take an introductory survey to establish personal style and budget, and Amazon sends out matching items the user can try on and buy or return.

Users have the option of pre-selecting the garments for more control.

StitchFix charges a $20 styling fee per box, which is applied to any purchased items.

At launch, Personal Shopper for men will include brands like Adidas, Levi’s, and Lacoste.

Personal Shopper by Prime Wardrobe is currently available only the U.S. and through the Amazon mobile app.

Previously: SFIX -2.6% as Amazon launches Personal Shopper (Jul. 30 2019)

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